Circuit of the Americas is splitting its sales and marketing divisions and bringing on its first full-time chief marketing officer.

The Austin, Texas, motorsports facility and concert venue has tapped former Procter & Gamble marketer Dominic Iacono as chief marketer. He will take on responsibility for all of the facility’s marketing and communication efforts.

“We not only have our Circuit of the Americas brand to build but also the brands we host,” said Dial, who formerly worked as chief marketer for the Tampa Bay Buccaneers and spent 12 years in marketing for P&G. “The skill set for building awareness, trial and, over time, loyalty is different from the skill set for sales, CRMs and closure rates. We saw splitting those roles work really well at the Bucs, and I think it’s even more important here.”

Dial worked with Iacono at P&G where Dial oversaw sports marketing. Iacono most recently served as global brand director for Duracell at the Ohio-based consumer packaged goods company.

At COTA, he will be promoting the more than 20 concerts and six sports events the facility hosts annually, including Formula One and Summer X Games.

“We have to create a relationship of trust with customers and build on what Circuit of the Americas stands for and the role it can play in peoples’ lives,” Dial said. “Dominic is the type of leader who understands how to manage a portfolio of brands. He’s extremely capable in the areas we need to address.”